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Published: 2022-02-25
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DOI: https://doi.org/10.52932/jfm.vi67.240
Issue
No. 67 (2022)
Section
Research Articles
How to Cite
Long, H. C. ., & Nhựt, N. M. . (2022). The impact of online celebrities’s brand equity to customers’s motivation of the participant: Fans’ virtual interactivity and purchase intention. Journal of Finance and Marketing, 13(1), 52-62. https://doi.org/10.52932/jfm.vi67.240

The impact of online celebrities’s brand equity to customers’s motivation of the participant: Fans’ virtual interactivity and purchase intention

Hoang Cuu Long1, Nhan Minh Nhut1
1 University of Economics Ho Chi Minh City

Main Article Content

Abstract

Nowadays, the growing of business strategy is basing on online Marketing that combines among marketers in advertising and promoting its brands by adopting an on celebrity endorsement. As the result, it impacts fans’ purchase behavior. The research conducted a survey among consumers from HCM City, Vietnam. A total of 9 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and author reveals that customers’ perceived ideal self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived ideal self-congruity on a brand is more significant. Therefore, the brand equity of online celebrities drives followers’ purchase intentions and this is main customers’ motivation when joining in Live stream of celebrities The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms and ultimately enhance consumer purchase intentions.

Article Details

Keywords

Brand equity, Self-congruity, Human brand, Online celebrity, Virtual

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